Social mobilization for prevention of violence against women and HIV in

South Africa: Cultural processes for social change

Warren Parker, PhD (PCI, South Africa)

AIDS 2012 - Turning the Tide Together

Program concept• A four year program focused on preventing violence against women (VAW)

implemented by PCI(SA), KwaZulu-Natal and Western Cape Networks on VAW

• Initial concept was to focus on addressing social ‘norms’ assumed to beperpetuating VAW, primarily through mass media and other communication

• A baseline survey revealedthat the vast majority of respondents did not support statements justifying VAW and this led to the program approach being re-assessed.

Key steps• Survey data, along with other qualitative data, informed re-orientation of

the program towards addressing the pattern of ‘inaction’ that prevailed when VAW was known to have occurred

• While pathways of support for women who have experienced VAW were well established – ie. legislation, clinical and other services – there was little clarity on how VAW could be prevented

• To explore prevention concepts, including how to communicate about prevention a series of Action Media workshops were conducted

• The workshops led to the developmentof a symbol and slogan and core ideas for action around which to center the concept community-level response to address VAW

Emerging program design• PCI (SA) led the development of

communication tools and resources including stickers, badges/buttons, leaflets, T-shirts and other items

• Together with the networks in two provinces, and formal partnerships witha small group of organizations includinggovernment entities (eg. Department of Justice), non-governmental organizations involved in VAW (eg. Rape Crisis), and civil society organizations (eg. Church groups), training on VAW and prevention was provided to a core of ‘volunteers’ called Community Engagers (CEs)

• CEs in turn, identified and trained Community Influencers (CIs) who lived in the respective communities.

• Activities of CIs included establishing, convening and training Prevention in Action Groups (PAGs)

Identifying ‘actions’• While training provided a framework for understanding action to prevent

VAW, and provided some examples, the cadre of volunteers was encouraged to develop their own contextually relevant strategies

• A series of Action Workshops explored and documented these emerging ‘organic’ strategies

• A cellphone-based SMS system was used to encourage reporting of actions, with these being documented into a SalesForce monitoring system via call-backs

‘Amplification’• As prevention activities unfolded, community mobilization activities

became firmly grounded under the banner of ‘Prevention in Action’ including the logo and wide-ranging support materials

• Actions were ‘amplified’ through ongoing documentation on video, in graphic formats, via events, via facebook and SMS, and through news media

• There was a growing sense that action to prevent VAW was possible and that it produced tangible change

Analysis of reported actions

Analysis of reported actions

THEORETICAL MODEL FOR COMMUNITY MOBILISATION AND SOCIAL CHANGE TO PREVENT VIOLENCE AGAINST WOMEN

INTERNALISED MEANING• I can CAN speak out about my own experiences of VAW• I CAN show my support for PIA• I CAN join the PIA movement to address VAW

ACTIONS & COMMITMENTS• Ending silence about VAW. Speaking out.

• Joining the PIA movement as a CE/CI/PAG member. Using PIA materials. Promoting PIA.

• Individual and collective actions and problem solving to address VAW in personal and family relationships, among friends, neighbors, and community members

NEW LANGUAGE/SOCIAL MEANING• Logo/slogan means that people from all walks of life,

all communities are affected by VAW• PIA members represent action to address VAW• VAW prevention is tangible and can be prevented

through individual and collective action

CONCEPTUAL RESONANCE• VAW is an important social issue – silence and lack of

action in response is not acceptable• The PIA logo and slogan raise importance of collective

action to address VAW

SITUATIONAL RESONANCE• I have experienced VAW directly or indirectly

• I have been a silent observer of VAW

• I have perpetrated VAW

• Sharing experiences of VAW brings about healing

SOCIAL RESONANCE• Belonging to PIA movement promotes healing• Belonging to PIA provides sense of

purpose/achievement• There is power in working together to address social

problems